After more than 30 years in business, New Mexico Piñon Coffee is embracing change with a brand refresh, a new coffee product, and plans for a new store.
The Albuquerque-based roaster announced its rebrand on Tuesday, aiming to stay competitive in the crowded coffee market. While the company’s signature red and yellow color scheme remains, a modernized logo and updated packaging will give the brand a fresh new look. The changes will roll out across all products and stores, including a new location at Wyoming and Menaul, set to open this summer.
“Our inspiration is still very much rooted in New Mexico, just with a modern take,” said Madison Rumbaugh, the company’s director of business development.
Founded in 1994 from the back of a pickup truck, New Mexico Piñon Coffee has grown into one of the state’s largest coffee roasters. Today, it operates four locations in Albuquerque and Rio Rancho while distributing its products nationwide.
The rebrand will also bring consistency across packaging, from coffee bags to cold brew K-cups. Additionally, all locations will transition from “Piñon Coffee House” to “New Mexico Piñon Coffee.” Rumbaugh noted that the full rollout may take a year to complete.
Company President Matthew Bregar emphasized the importance of the rebrand, stating that unifying the look and name across products and locations “not only strengthens the brand but provides better concept clarity for our company as a whole.”
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